BMW’s marketing chief Dan Creed talks about focus on TV ads

Dan Creed had only been the vice president of marketing at BMW North America for several months but he has accomplished much and is currently heading several projects. Last October, Creed took over marketing and U.S. product planning and strategy from Jack Pitney, who died in an accident.

During that period, BMW had recently split with Omnicom Group's GSD&M. Creed made the decision to advertise again in the Super Bowl after having kept away for a decade.

Creed said that he is excited about the product lineup of BMW and its future plans. In March, BMW started a comprehensive review for U.S. creative work, which is expected to be completed during the later part of summer. Creed said that consumers want luxury cars that have high performance but also offer a "visceral emotion."

BMW is poised to take on a "two-year product offensive" that includes a new 7 series, a new 5 series and a new X3.

Creed is tasked to lead marketing as well as product planning and strategy in the U.S. Creed, who is originally from Canada, started his career in 1996 as the sales and marketing training manager for BMW Canada.

Creed divulged that it is still reviewing prospects for the agency that will receive its estimated $160 million account. He also took the time to tell reporters how the brand benefited from its exposure in the Super Bowl. In addition, Creed promoted the company’s manufacturing operations in Spartanburg, S.C.